The Keystone

The Mosser Hotel in San Francisco was looking to reinvent their lobby restaurant, so the concept of a "Social House" was born. While a name was thoughtfully developed, they came back to the restaurant that existed 75 years before: The Keystone. Fortunately, the Mosser family had saved many of the vintage advertisements, which were repurposed to add a unique character to the branding elements. A common tagline from those vintage ads was the directions "Fourth and 1/4 block from Market" which was stylized and repeated throughout to give respect to the heritage of the location.